Director of Web Marketing & Retention

Location: Onsite or Remote

Salary:  $165K - $188K

About the company

At the company, we take pride in crafting foundational nutrients to help people all over the world live healthy lives. Our mission is to give people, pets, and families the highest-quality nutrients possible to be well and support optimal health. This seemingly simple mission of global health relies on a dedicated team of motivated employees who share our passion for nutrition and wellness. Join us and discover how rewarding it can be to make a living while contributing to a truly great cause.

Position Summary

As the Director of Web Marketing & Retention , you will lead the planning, execution, and optimization of the web marketing strategy and content management of all global the company web properties - including email marketing, and customer relationship database management to drive superior consumer experience. You are responsible for organizing and developing website and email marketing strategic plans that work to achieve broader organizational and departmental goals. The person in this role should have experience with DTC web strategy, email/CRM strategy, and an understanding of consumer purchase behavior.

The Director of Web Marketing & Retention is responsible for supporting a variety of initiatives to help the company achieve its commercial goals. Primary responsibilities include building plans to convert new consumers, increase brand engagement & loyalty with existing consumers, and merchandize and promote our product line on owned web properties. This role will play a key part in crafting strategic plans for The DTC department, building awareness and consensus across the organization for those plans, and ensuring marketing strategies are executed according to plan, on time, and on budget. Strategic thinking skills, marketing-savviness, a high degree of organization, data-oriented analytical abilities, and project management experience are key attributes that the Director of Web Marketing & LTV will bring to the table.

To ensure success, you should remain knowledgeable about relevant trends and innovations in direct-to-consumer web sales. Ultimately, you will endeavor to enhance your skill set by continually learning about adjacent techniques that might improve collaboration between departments.

Essential Functions & Core Responsibilities

Web & CRM Strategy & Planning

• Develop and execute the overall web marketing strategy aligned with business and brand goals

• Own the web role in the consumer journey and understand best practices in pushing through the funnel from awareness to advocacy

• Partner with internal and external partners to achieve cohesive campaigns and messaging (Performance Marketing, Brand Marketing, Creative, IT)

• Optimize plans and performance based on agreed upon KPIs

Consumer Experience

• Oversee web content strategy – including landing pages, PDPs, campaign hubs, and educational content

• Optimize site merchandising, messaging, and CTAs to drive conversion

• Build & expand content (in collaboration with internal/external partners) to align site experience with brand guidelines

• Improve loyalty and lifetime value of consumers and share across monthly KPIs (subscriber rate, churn, basket size, trial, average order, overall sales growth)

Leadership & Collaboration

• Partner with IT on tech stack needs and agency partners – IT will own the tech stack, but the role of the Director is to convey the strategic needs and have a voice in determining the right systems

• Partner with corporate PMO team to manage web projects and share out progress to executive leadership team

• Partner with brand to optimize performance on key product lines and skus

• Be a thought leader and set the vision for our DTC ecosystem over the next 5 years (web needs, loyalty & retention, reflecting a lifestyle brand to the consumer, align plans with other DTC leadership roles across the commercial and performance marketing teams

Position Qualifications

• 8+ years of marketing, strategy, consulting, e-commerce, and/or business development experience with a strong foundation in business, strategy, digital marketing, and consumer data

• 3+ years of direct leadership experience

• Deep understanding of UX best practices, web content strategy, & digital merchandising

• Strong knowledge of SEO principles & web analytics tools

• Experience with relevant marketing technology and channels, with a heavy focus on digital email, website, search, mobile app, and affiliate. Experience with direct-to-consumer platforms required

• Intellectual curiosity and rigorous analytical experience, ability to use data to build a business case and e-commerce marketing plan

• Experience developing marketing strategy in a subscription business

• Experience with Google Ads, and Social Media marketing platforms

• Experience with: Klaviyo, Shopify, etc.

Competency Statements

• Positive - Ability to view all situations with a positive attitude

• Accountable – takes ownership of responsibilities, acknowledges and learns from mistakes

• Innovative - Ability to look beyond the standard solutions and "think outside the box"

• Independent – Must be self-motivated and able to manage obligations without direct supervision

• Assertiveness - Ability to act in a self-confident manner to facilitate completion of a work assignment or to defend a position or idea

• Communication (oral and written) - Ability to communicate effectively with others using spoken and written word clearly and concisely

• Customer Oriented - Ability to take care of the customers’ needs while following company procedures.

• Conceptual Thinking - Ability to think in terms of abstract ideas

• Initiative - Ability to make decisions or take actions to solve a problem or reach a goal

• Project management - Ability to organize and direct a project to completion

• Enthusiastic - Ability to bring energy to the performance of a task

• Self Motivated - Ability to be internally inspired to perform a task to the best of one's ability using his or her own drive or initiative

Benefits

Eligible employees may be offered a comprehensive benefits package, which may include medical, dental, vision, retirement benefits, paid time off, paid holidays, and other company-sponsored programs. Eligibility and offerings are subject to applicable plan documents and employment status.

Physical Demands – Manufacturing

This position operates on an active plant floor, requiring candidates to remain stationary or move throughout the facility for shifts up to 8–10 hours. Essential duties involve positioning self to operate tools, using fine motor dexterity to adjust components, and lifting or transferring materials weighing 10-50 pounds depending on the position. Work is performed in a manufacturing environment requiring strict compliance with mandatory safety protocols and Personal Protective Equipment (PPE).

California Applicants

The compensation range above applies to work performed in California and represents the employer’s good-faith estimate of the expected salary or hourly wage range for the position.

Equal Employment Opportunity

We are an equal opportunity employer committed to providing a workplace free from discrimination and harassment. We consider qualified applicants without regard to legally protected characteristics under applicable federal, state, or local law.

Reasonable Accommodations Statement

To accomplish this job successfully, an individual must be able to perform, with or without reasonable accommodation, each essential function satisfactorily. Reasonable accommodations may be made to help enable qualified individuals with disabilities to perform the essential functions.